The Exploration Of The Meaning Of Male White-collar’s Body Consumption

In the article, the author have done deep interview to15white-collar young men who have lived inthe city of M for sever years, and tried to understand the young men how to look at their bodies, andwhat physical consumption they have done? What is the culture significance of Male’s bodyconsumption? Through the discussion and analysis of the white-collar young male’s body consumption,the author has concluded as follows.White-collar young men have not been the simple producers, also been more and more importantconsumers. They know how to enjoy and taste. They pursue ego value and social identity through bodyconsumption. They have consumption way and habits. They regard body consumption, and pursuitgood image of themselves. They keen brand value of symbols. White-Collar young men have trying topursuit ego value and social identity through their body consumption. There are two meanings of theroles change of body consumption here. First, the new age white-collar young men have changed fromthe main identity of the producers in the past to the enthusiastic consumers nowadays. Second, the maletemperament has been changed from the traditional masculine and straightforward characteristics to thediversified development trend.There is deep cultural significance of the white-collar’s body consumption. First of all, the malespay attention to the body, and focus on the image, or say as aesthetic object, which is a kind ofexpression of progress of the culture of gender. Second, the male temperament have diversified feature,which is a trend, and at the same time, provided opportunities for the freedom of the individualcharacter development. Once again, It is not a gender victory that the male and aesthetic haveconnections, but a product of consumer culture. In the consumer society, both men and women aredoing management and control to their body, which is the result of the hidden regulation power ofconsumption culture which is the ubiquitous.